Branding, Quality, and Openness: New Dimensions in Higher

17 Pages·2009·1.41 MB·English

by  Gary W. Matkin

Branding, Quality, and Openness: New
Dimensions in Higher Education
Gary W. Matkin, Ph.D., Dean of Continuing Education
University of California, Irvine
“Branding in Higher Education: Practices and Lessons Learned from Global
Perspectives. August 10-11, 2009
The Essential
Elements for
Institutional
Success
Universities Have Strong Brand
Images─Nationally and Internationally
Academy Award
Nominated Actor,
Leonardo DiCaprio
Wearing a UC
Irvine Hat
Intercollegiate Athletics Feed Institutional
Brand Identity and Drive Student Choice
International Movement from Elite to Mass
Higher Education
Based on Martin Trow’s work in 1975

Elite • Offers University
education to 5-10%
Systems of
of high school grads
Higher Ed
Mass • Offers University
education to over
Systems of
30% of high school
Higher Ed
grads
The World’s Largest Open Universities
Rank Institution Location Enrollment
1 Indira Gandhi National Open University New Delhi , India 2 million
2 Allama Iqbal Open University Islamabad,Pakistan 1.8 million
3 Anadolu Univresity Eskisehir,Turkey 1.3 million
4 Bangladesh Open University Gazipur, Bangladesh 600,000
5 The Open University United Kingdom 180,000
6 The Open University of Catalunya Barcelona, Spain 100,000
The Deficit in Higher Education
Enrollments in developing
countries burgeoning
 China and India have doubled
enrollments over the past 10
years.
 There are many developing
countries with APRs less than 10%
 Malaysia plans to raise its APR of
39% to 50% by 2010
 Trinidad and Tobago aims for an
APR of 60% by 2015 (up from
11.9% in 2007)
 In India, where each 1% increase in
APR means one million more
students plans to go from 10% to
15% by 2012
The Iron Triangle
COST
Institutions Are
Being Pushed
Toward Greater
Attention to
Outcome
Measurement
and
Accountability